Avitae USA, LLC is expanding retail presence of Avitae Caffeinated Water into Whole Foods Market stores in the mid-Atlantic region. Avitae says its partnership with Whole Foods Market strengthens its position in the beverage category, increasing distribution in the natural food channel. The product, distributed by DPI Specialty Foods, will be available in 42 Whole Foods Market stores throughout Kentucky, Maryland, Southern New Jersey, Ohio, Pennsylvania, Virginia and the District of Columbia.
“We’re excited to expand distribution into this key channel,” said Norman E. Snyder, president and chief executive officer of Avitae. “Whole Foods Market is a respected leader in the industry with a strong philosophy on natural foods, backing Avitae as an all-natural way for those interested in a healthy lifestyle to get a boost from caffeine without drinking coffee, tea, soda or energy drinks. This partnership will allow customers a choice at even more stores within the region.”
Avitae will be available in Whole Foods Market mid-Atlantic stores in October 2013 and will retail for $1.49 per 16.9-fluid-ounce (500-milliliter) bottle.
Avitae offers consumers an all-natural zero-calorie beverage with two different strengths of caffeine: 45 milligrams of natural caffeine, about the same amount of caffeine as a diet soda, and 90 milligrams of natural caffeine, about the same amount of caffeine as a cup of coffee. Avitae Caffeinated Water contains natural caffeine, zero calories, no sugars or artificial ingredients, and no bitter aftertaste.